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All Journal STRATEGIC EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Ekonomi Efektif Journal of Trends Economics and Accounting Research Portofolio: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi
Eka Septiarini
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Jenderal Achmad Yani, 40531, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Analisis Pengaruh Digital Marketing Terhadap Brand Awareness pada E-Commerce Eka Septiarini; Novi Susyani; Trisnia Manggiasih
Jurnal Ekonomi Efektif Vol 4, No 3 (2022): JURNAL EKONOMI EFEKTIF
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/JEE.v4i3.20117

Abstract

Penelitian bertujuan untuk mengetahui ada pengaruh pemasaran digital (digital marketing terhadap brand awarness, adapun variabel nya independen nya yaitu , Shopee (X1), Tokopedia (X2) Bukalapak (X3) Lazada (X4) Blibli (X5) dan variabel dependen nya brand Awarness (Y). Penelitian ini menggunakan teknik analisis linear berganda. Untuk pengumpulan data peneliti menggunakan kuesioner secara online melalui google form. Hasil data yang diolah menunjukkan variabel digital marketing menggunakan Tokopedia (X2), memiliki pengaruh signifikan tertinggi  terhadap brand awarness, yaitu dengan nilai thitung 8.487 dan signifikasi 0.000 sehingga H1 diterima.
THE INFLUENCE OF UNIVERSITY BRAND IDENTIFICATION, POSITIVE ELECTRONIC WORD OF MOUTH (E-WOM) BEHAVIOR AND UNIVERSITY LIFE SATISFACTION ON STUDENTS' PSYCHOLOGICAL WELL-BEING Abdul Ahmad Hafidh; Eka Septiarini
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 1 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (234.09 KB) | DOI: 10.34308/eqien.v11i1.776

Abstract

This study aimed to examine the relationship between University Brand Identification, Positive Electronic Word-of-Mouth (E-Wom) Behavior, and University Life Satisfaction and Students' Psychological Well-Being. This study use quantitative methodologies, namely statistical statistical systems, to assist in resolving previously identified research challenges. In this investigation, samples were collected from Cimahi City university students. University brand identification has a significant positive effect on positive E-wom behavior, University brand identification has a significant positive effect on student psychological well-being, and university life satisfaction has a significant positive effect on student psychological well-being.
Pengaruh Kualitas Produk Activewear terhadap Kepuasan Pelanggan dengan Kualitas Pelayanan Elektronik (E-servqual) sebagai Variabel Mediasi Eka Septiarini
Portofolio: Jurnal Ekonomi, Bisnis, Manajemen, dan Akuntansi Vol 19 No 1 (2022): Portofolio: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Jenderal Achmad Yani

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (342.627 KB) | DOI: 10.26874/portofolio.v19i1.242

Abstract

Abstract The objective of this research is to assign the effect of activewear’s product quality on customer satisfaction through electronic service quality (e-servqual) customer as a mediating variable. A non-probability sampling technique using a purposive sampling has been choosen. The questionnaires are distributed to 100 generation Z who born in 1995-2015. The data were figured using Partial Least Square in Smart PLS 3.0 software. The outcome shows that the activewear product quality 47% affect the customer satisfaction, electronic service quality (e-servqual) 41,5% affect customer satisfaction and product quality 62,3% affect e-servqual. However effect of activewear service quality on customer satisfaction through electronic service quality (e-servqual) customer as a mediating variable is 25,9%. Abstrak Penelitian ini bertujuan untuk menguji pengaruh kualitas produk activewear terhadap kepuasan pelanggan dengan kualitas pelayanan elektronik (e-servqual) sebagai variabel mediasi. Metode sampling yang digunakan adalah nonprobability sampling dengan teknik purposive sampling. Metode pengumpulan data pada penelitian ini menggunakan kuesioner yang disebarkan kepada 100 orang responden generasi Z (kelahiran tahun 1995-2010). Analisis data dilakukan dengan menggunakan Partial Least Square dalam software Smart-PLS 3.0. Hasil dari penelitian ini menunjukkan kualitas produk mempengaruhi kepuasan pelanggan sebesar 47%, kualitas pelayanan elektronik (e-servqual) mempengaruhi kepuasan pelanggan 41,5%, kualitas produk mempengaruhi kualitas pelayanan elektronik (e-servqual) 62,3% dan e-servqual memediasi variabel kualitas produk terhadap kepuasan pelanggan sebesar 25,9%.
Brand Storytelling dan Purchase Decision Sepatu Olahraga yang Dimediasi Customer Brand Engagement di Bandung Raya Eka Septiarini
Strategic : Jurnal Pendidikan Manajemen Bisnis Vol 23, No 1 (2023): STRATEGIC
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/strategic.v23i1.57757

Abstract

Many companies have implemented social media in terms of product promotion. Ease and efficiency are the fundamental reasons why social media, such as Instagram and TikTok, are the main platforms for product marketing. One way to promote using social media is to make a brand storytelling video to introduce the product offered, in this case, sports shoes. This study aimed to determine the relationship between customer brand engagement and purchasing decisions for sports shoes, especially in Greater Bandung. The method used in this study is descriptive and associative, in which the survey is distributed to respondents who live in Greater Bandung. The analysis results using descriptive and associative quantitative methods show that two independent variables, namely Brand Storytelling (BS) and Customer Brand Engagement (CBE), significantly influence purchasing decisions (PD) for sports shoe products, both directly and when consumer brand engagement acts as a mediator on purchase decision.
Pengaruh Instagram Konten Marketing terhadap Purchase Intention Membership Fitness Center yang Dimediasi Brand Engagement Eka Septiarini; Ezra Karamang
Journal of Trends Economics and Accounting Research Vol 4 No 2 (2023): December 2023
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v4i2.1007

Abstract

Utilization of content marketing through social media Instagram as a marketing strategy to create and distribute unique, interesting, understandable content to engage the audience. The reasons why a brand decides to produce content marketing is to increase brand awareness, consumer intention towards products/services, turn audiences into potential consumers, increase brand image, customer engagement, website traffic and direct sales. Digital marketing is in demand by the sports industry because fitness center, gym memberships, online fitness and fitness applications are expected to increase by 171.75% in 2028. This phenomenon is a stimulus for the sports industry sector to utilize digital marketing strategies. This is increasingly being implemented by fitness center in Bandung, because since the pandemic and the PPKM period, all activities in the fitness center have been restricted and have had an impact on a significant decrease in the number of members and turnover. This research is expected to provide information for fitness regarding purchase intention and brand engagement via Instagram to support the sustainability of their business. The research was conducted using quantitative methods on 110 respondents using a Likert scale questionnaire and analyzed using Structural Equation Modeling. The results indicated that content marketing had a 71,4% significant effect on brand engagement, and had no significant effect on purchase intention. However, brand engagement had a 73% significant effect on purchase intention and brand engagement 52,1% a mediated content marketing on purchase intention for fitness center services.
Co-Authors Abdul Ahmad Hafidh Karamang, Ezra Novi Susyani Trisnia Manggiasih